Google has recently announced some mind-blowing changes to its PPC platform popularly referred to as AdWords. The announcement was made at a developers conference. This came as a whiff of relief post traffic expiry of pay-per-click advertising which was hyped in the last few years. The all new changes to advertising platform of Google will allow advertisers achieve some significant business goals.
These changes in Google AdWords range from making ads prominently enough to facilitate Google measure their performance. Listed below are some crucial changes that can improve your business advertising.
Increased Size of Ad
For over a decade, Google has followed the same format for its text ads. These advertisements were restricted to a single headline to around 25 characters and two description lines comprising of 35 characters each. The limitations made it quite difficult for advertisers to develop impressive and action oriented ads. Lack of context made paid ads, less appealing to click especially when compared to organic results. In order to motivate marketers create compelling ads holding more information, a change was announced by Google revealing a dramatic change in its ad format to around 2 headlines of 30 characters combined with a single description line of 80 characters. This was an increase of around 50%. Now advertisers were allowed 45 extra characters between the headline and description. With this, ads appear very similar to organic listings. They are also very descriptive in nature.
Another prominent change is the technique used by Google for reporting the effectiveness of PPC ads. This is very helpful for marketers as they can effortlessly measure return on investment. In the past, conversions were reported by Google AdWords on a “per click” basis. Here, when a consumer clicked on an ad and took predefined action, a “converted click” was counted. However, this happened only when consumer completed around 3 conversion opportunities. A converted click was counted only under the “converted click” metric regardless of the number of conversions completed by the consumer. Google recognized this problem with outdated metric. It resulted in marketers setting up multiple conversion opportunities wherein consumers can convert more than once immediately after clicking on a specific ad. The changes will help marketers count individual conversions and allot a unique value to each conversion opportunity. Additionally, they can define actions and app downloads as conversions. The changes facilitate marketers measure return of investment more accurate.
Device screens are changing size. Hence, it has become very important to create ads that easily fit into all devices. This has also emerged as a daunting process for most marketers. Google introduced responsive ads with an aim to help marketers serve ads to more people on a wide variety of devices. These are easy to create and need a short 25-character combined with long 90-character headline. Other essentials include a 90-character description, an image and a logo. Google can piece the info similar to a jigsaw puzzle to help fit into various sizes of ad space available across display network.
Local Search Ads
Google released local search ads. It also and promoted pins on its Google Maps. The motive was to lead consumers to more local businesses. The feature allows businesses to place a promoted pin on location of their business and feature an ad combined with text and coupons within map of consumer. Over next few years, more emphasis will be given on online to offline measurement and in-store conversions. The Store Visit conversion metric of Google will utilize this technology to measure visitors received by businesses from local search ads on Google Maps. Businesses connected to Google Merchant Center can also measure sales achieved from online to offline visits!
Bidding of Device
Present age consumers continue to use a wide variety of mobile devices for search. This has inspired Google to provide them with an ability to target consumers by device and facilitate marketers to alter bidding strategy for those specific devices. Although this may not seem to be a big deal, device bidding may facilitate the creation of ads for specific devices. Meanwhile, there is also full focus on bidding strategies on those specific devices delivering conversions.
A combination of this all new feature with existing device reports of Google will help users adjust campaign bidding by device ranging anywhere from -100%-+900%. This bidding range helps with “turning off” ads for specific devices and even focussing on devices capable of delivering more conversions.
Google Ad Features - The Future
Rise in the number of ad blockers has made many prematurely signal the dead end of PPC platform of Google. However, with the above listed changes and others on the way, the improvements will only allow advertisers to gain more number of clicks from searchers who do not actually click on ads. Early studies have clearly revealed the result of these changes. The most prominent one was around 20% increase in clicks. Increased number of clicks, metrics and targeting will facilitate marketers grow their business in the long run.